市场营销战略的制定【国外研究报告】.ppt

Multimedia Lecture Support Package to Accompany Essentials of Marketing Lecture Script 2-* Summary Overview ? Strategy decisions dictate what business a company is in and what strategies it follows. Marketing strategy planning is emphasized in this presentation because strategy decisions usually determine success and failure. Key Issues Case history--the watch industry ?Through the years, Timex had captured a large share of market. ? The company combined low price and dependability with a catchy advertising slogan and intensive distribution. ? In the 1980s and 1990s, Timex faced increased competition. ? By the year 2000, Timex designers were refining the product to include other uses. Today, Timex faces competition from the makers of cell phones and/or MP3 players which also have a time display. The case history demonstrates that changes in the market are always occurring and that planning must be ongoing. This slide relates to material on pp. 45-46. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). Multimedia Lecture Support Package to Accompany Essentials of Marketing Lecture Script 2-* Summary Overview Proactively satisfying the needs of customers means that marketers need to engage in a search for opportunities. Key Issues ? Breakthrough opportunity: one that helps innovators develop hard-to-copy marketing strategies that will be profitable for a long time. ? Competitive advantage: a firm has a marketing mix that the target market sees as being better than a competitors mix. Competitive advantage: has to be viewed from the customers perspective, not the firms perspective; can be achieved through excellence in any area of the four Ps or because of the firms other resources. Discussion Question: Think about the pizza business, and major national chains such as Domino’s, Little Caesar’s, Pizza Hut, and Papa John’s. What is the competitive advantage for each chain? ? Marketers must avoid “hit-or-miss” mark